How to do a zero-cost, cold start of a start-up product?

Weibu Integrated Marketing: Internet Marketing Cold Start for Startups

Startups, we refer to various types of companies that have just been established and do not have sufficient funds and customer industry resources. Startups The most common characteristics of the company are the shortage of funds and talent. Because of the company's new establishment, the company's social visibility and brand credibility are weak, which hinders the company's business expansion and makes recruitment difficult.

With the rapid development of the Internet, more and more start-ups realize that it is very important to quickly bring their products, services and even brands to the market through online marketing. However, it is only when companies actually implement online marketing that they Finding the problem is not that simple. Currently, there are many Internet marketing services on the market, and the types are also diverse. However, due to the lack of Internet marketing knowledge of start-ups themselves, the marketing results are not good and the money is wasted.

I started my business as a personal website in 2009. In 2014, I received millions of RMB investment to establish an Internet company to run the project full-time. I have been engaged in Internet operations for seven years. Because of my personal website, I started to get involved in Internet marketing and successfully gained a series of experiences.

First of all, I think Internet marketing is a basic skill that every start-up must possess, because through Internet marketing, you can use the lowest cost to get the maximum attention for your business, and you can also gain attention while generating attention. Huge financial returns.

The official explanation of Internet marketing is a marketing activity based on the actual operation of the enterprise and based on the practical application of Internet marketing to achieve a certain marketing purpose. A variety of means can be used, such as email marketing, blogs and WeChat. Blog marketing, online advertising marketing, video marketing, media marketing, bidding promotion marketing, SEO optimization ranking marketing, etc. But I think the above concepts are too empty. Below I will list the cold start methods of Internet marketing suitable for start-ups.

First: Don’t blindly chase trends, position yourself well, and take the most effective marketing path

WeChat’s current user base has reached 800 million according to the latest data. Because of WeChat’s popularity, WeChat has also emerged. business group, so now large and small companies are building WeChat public platforms. In fact, it is difficult for start-ups to achieve marketing purposes by building WeChat public platforms. First of all, the information push of WeChat public platforms can only be pushed to People who follow the account, so for start-ups, there are not many fans in an account, and many of them are followed by friends around you, so WeChat has more than 800 million users, you have to consider how many people can become you fans.

If start-ups want to achieve effective online marketing, they must avoid chasing trends. What is suitable for others may not be suitable for you. As a start-up, we currently believe that the most effective way to cold start online marketing is to operate multiple platforms at the same time, such as registering for Toutiao Account/Sohu Auto Media platforms/Yidian News, etc. We roughly calculate that there are 15 similar platforms. Most of these platforms have more than 100 million users. Toutiao has a user base of 550 million. Start-ups have positioned themselves well. You can then publish articles on such platforms. If your article is highly original and has detailed content, the platform will recommend you to interested users. In this way, even if you are a start-up, your article will attract thousands or even millions of users. With a reading volume of 10,000, while achieving precise marketing, it can also attract traffic to your WeChat public account. One thing to note here is that our approach is equivalent to the past through Weibo to attract traffic to WeChat. All major platforms will also attract themselves in this way. We adopt a zero-tolerance attitude towards user behavior, so your articles should not be too advertising, otherwise they will not be recommended, and do not include a large amount of text introducing your WeChat public account, otherwise your account will be banned. A safer approach is as follows: So soft to the extreme (don’t let people see it as an advertisement). At the end of the article, I made a picture of following you on WeChat, the effect is great!

Second: Expand your thinking and not be limited to a single marketing method

I have seen many start-ups either do WeChat alone, or only do WeChat and Weibo. In fact, The online promotion method has been clearly introduced in the official explanation of Internet marketing above but it is not complete. I will list several high-weight blogs/Q&A platforms for everyone, Douban/Zhihu/Tianya/Sina/NetEase.... We You can register an account on the above platform to send some brand-related articles regularly and quantitatively every day. The title of the article can be in the form of "brand name + article name". The advantage of this is that it can make your brand appear in large quantities on search engines. Make your brand no longer a "lone hero" in front of users. In addition to the benefits of display, it can also increase the weight of your brand's official website. Remember to leave a link or hypertext link in the article!

Third: Learn to take advantage of the situation and enjoy the shade under the big tree

Baidu/SouSou/360 search is the current mainstream search engine in China, and all major search engines are interested in their own products. There is a preference for Baidu, so we can do more word-of-mouth marketing based on Baidu Knows and Baidu Tieba. The corresponding thing is that you don’t know whether your users use Baidu, SouSou or even 360, so in SouSou Q&A, 360 You can also do more word-of-mouth questions and answers in the Q&A. For example, for example, if you are a company engaged in green plant leasing in Haidian District, Beijing, you can ask in the knowledge-based Q&A: "Is there a green plant leasing company in Haidian District, Beijing?" "Which green plant rental company nearby is better?" and other questions, and then use another account to answer. Remember to try to avoid answers like "XXX company does it" and "Of course XXX". Even if you don't believe it, even if I can give it to you. Even if the review is passed, users won’t believe it. You should try to write a few more, and then rank yours first, or compare yours with the best, so that the credibility will be high. For questions and answers about knowledge, major search engines The ranking will be relatively high for a long time, so you can get twice the result with half the effort. Similarly, posting more on Tieba and 58.com and other websites will help your marketing.

Fourth: Use every opportunity and use every opportunity to spread the word;

You cannot follow the rules when doing online marketing for start-ups. You must use every opportunity to use it. You can use it on some video websites or pictures related to your brand or industry. Find some high-quality videos or pictures in the library. The simplest way is to download them, put a watermark on them and send them back. For videos, you can use (windows movie maker+format factory) to cooperate with the operation. It is easy to use and many windows systems come with this. For video processing tools, just use Meitu Xiuxiu for pictures. Remember that the watermark here should not affect other people's normal use or viewing. Also, set up a group in QQ group or WeChat group for your industry. You can Use some emoticon makers to create some currently popular emoticons, and add your watermark to them for a great effect. Then look for some websites, yellow pages, and classified information in your industry to publish soft articles. Although the effect is not very good, more or less people will read it. Just save it on email marketing. The effect is too poor.

The above lists four online marketing methods. None of them require money or energy. They are very suitable for cold start of start-up companies that are short of funds. Finally, I will share with you a horoscope of online marketing. The mantra "three points of planning and seven points of execution" is absolutely effective. Whether you can persist in it determines whether you can do a good job in Internet marketing. If you think this article is useful to you, you are welcome to share/comment. At the same time, please pay attention to "Network Marketing" "Marketing Cold Start" series of SEO articles and small and medium-sized enterprises articles. Finally, Weibu wishes you a happy life and that every start-up can succeed. If you want to study and learn online marketing methods with the editor, please add WeChat (WeChat ID) :kevins99999)!